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Now it has come back with the scaled-back plans to build the houses, a shop and other commercial units on the site, which is next to the Malvern View Business Park and opposite the Grundon Waste Management Ltd’s base.

Gladman says it has delivered leaflets about its plans to 690 properties in the village, ahead of it submitting a planning application to the borough council.

(Image: A map showing where the houses might go)

On a dedicated website for the project, it insists the “high quality landscape setting” of the development would benefit existing and future residents of Bishop’s Cleeve.

The company says there would be up to 40 per cent affordable houses within the development, which would have a children’s play area, footpaths and cycle links.

It claims people living in the new houses would spend more than £4.7million per year, some of it locally.

An artist's impression of how some of the houses would look

But despite assurances from Gladman that Bishop’s Cleeve could take even more new housing than it already has in recent years, there may well be many people who will disagree.

The parish council argued before that 265 houses on the land would put a strain on local roads and harm the village.

Whether it takes the same view with the slightly smaller development proposed remains to be seen.

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In a statement, the parish council said: “We have not been formally invited to comment on the latest proposals by Gladman for development on land at Stoke Road, Bishop’s Cleeve.

"The information sent to local residents is for a consultation exercise being undertaken by the developer prior to the submission of a planning application to Tewkesbury Borough Council.

"When an application is made to Tewkesbury Borough Council, the parish council will make its formal comments on an application for planning permission as a statutory consultee, having fully considered the details of the application."